Innovating apparel and footwear retailing for an omnichannel world

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Innovating Apparel and Footwear Retailing for an Omnichannel World

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© 2016 Openbravo Inc. All Rights Reserved. 2

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Elena Martinez

Retail & Content Marketing

Specialist @ Openbravo

Today’s Presenters

Geoff Nairn

Enteprise Solutions Specialist

@ Openbravo


The Transformation of Retailing Apparel & Footwear in the Omnichannel age

Case Study Presentation

Openbravo Commerce Suite

Questions and Answers

Today’s Agenda



Customers now expect a much more

interactive, intimate and connected

shopping experience whether instore or

online.

There are many more touchpoints, which

gives many more opportunities for brands

to interact.

The Transformation of Retailing


Evolution not Revolution

1999 2016


The Omnichannel Customer

Convenience, to

buy, pay, receive and return how

they prefer

Speed, to receive

ordered products

or information

Personalization,

on each interaction with

the brand

21% more

profitable

The Continuing Importance of the Physical Store

53%

25%

6%

in store PC mobile

device

Preferred Purchase Method

Source: PwC


So What is Driving Omnichannel?

Reserved.

“Mobile devices

have turned the

corner as

purchasing tools.

Mobile commerce is

now firmly on the

march toward

becoming the

online shopping tool

of choice.”

Source: PwC

© 2016 Openbravo Inc. All Rights Reserved. 9 Reserved.

Source: PwC

The Inexorable Rise of m-commerce

How often do consumers buy products using a smartphone?

2012 2013 2014 2015

70% 57%

52% 46%

Never

Few Times a year

Once a Year

Monthly

Weekly

Daily

Source: PwC


36%

36%

31%

25%

23%

21%

21%

20%

Compare prices

Research products

Access coupon code

Check reviews

Check confirmation email to pickup

product bought online

Access loyalty program

Store information for purchase later

Pay for purchase

Mobile Central to In-store Shopping Experience

Source: PwC

What do consumers use their smartphone for when in a store?


Traditional bricks and mortar stores

E-tailers Multichannel

retailers Omnichannel

How is Omnichannel Different from Multichannel?

Source:Deloitte


Disparate channels

• This is where most retailers begin their omnichannel journey. The focus is to sell more products and services by developing channels that extend, reach and compete against online retailers

Channel integration

• At the midpoint, processes among channels work in harmony. The focus is to create demand by connecting touchpoints across channels and by gaining a deeper understanding of the customer journey

Channel optimization

• The ultimate goal is to deliver a brand differentiating experience by integrating and optimizing all processes, capabilities, and data to operate as "one" with the customer at the center

Source: Deloitte

The Omnichannel Journey

Source: Cisco


The Benefits of Omnichannel

Source: RSR Research

Other Benefits

Cross-channel customer

communication and

promotion

cross-channel

information and

marketing research

Cross-channel price

comparisons

Digitization of documents

Shared common physical

assets and operations

Source: Harvard Business School

Source:RSR Research



Apparel & Footwear in the Omnichannel age Case Study Presentation



Today’s Agenda



Source: PwC

In-store

40%

5%

3%

35%

8% 9%

For researching

In-store

Catalog

TV Shopping

Online PC

Online tablet

Online phone

In-store

55%

3% 3%

26%

7% 6%

For purchasing

In-store Still Dominates in Apparel and Footwear


Source: PwC

Specific Challenges for Apparel and Footwear Retailers

Gain real-time inventory visibility

Optimize pricing and promotional efficiency

Ship new collections faster for greater immediacy

Deliver a seamless shopping experience

Boost customer loyalty and satisfaction

Support aggressive new stores openings plan


73%

48% 42%

28% 27% 25%

15%

Top Barriers to Becoming

an Omnichannel Retailer

Source: Apparel magazine

So what is Stopping you?


Why is Technology Important?

New technologies are needed to enable retailers to build

key Omnichannel capabilities in areas such as:

Cross-channel product

and inventory visibility

Enabling sales associates

to understand customer

preferences and purchase

history

transforming stores into

local fulfillment centers


How Technology helps Apparel & Footwear retailers

Challenge: Quick turnover of seasonal inventory With a true Omnichannel approach, retailers can

forecast optimal pricing strategies for seasonal

inventory.

Challenge: Frequent product introductions

A smart predictive analytics solution can build an

accurate profile for new items by analyzing similar products/category behavior, seasonality,

demand and many other factors.

Challenge: Huge variety of styles, sizes and colors An Omnichannel solution allows demand to be

tracked in real time and provides optimal

inventory and assortment balancing across all

channels.



Apparel & Footwear in the Omnichannel age

Case Study Presentation Openbravo Commerce Suite


Today’s agenda



Who is SMF Consulting?

• Openbravo Gold Partner

• More than 40 customers in

Openbravo

• Consultants with 10 years of

experience in Openbravo

• Experts integrating

E-commerce – Openbravo Commerce Suite

SMF Consulting SL


Apparel & Footwear Retail Experience

Two customer stories to share today: sivasdescalzo & Patadon

http://sivasdescalzo.om/en

http://sivasdescalzo.om/en

http://patadon.com/

http://patadon.com/


Retailer that sells

sneakers (casual, exclusive

models and limited

editions)

INITIAL STARTING

POINT:

Single e-commerce

platform (Magento) to

manage the online store

and the physical stores

Initially they had to serve

~30-40 daily orders

They needed a system

to scale as they expected

a big growth (they

registered more than 800

orders last Black Friday!)


Project Challenges

Be able to scale their business

shaped by omnichannel scenarios

Support cross-channel scenarios

Omnichannel orders mgnt

Picking y packing

Improve the logistics associated to orders

management

Carriers integrations like MRW, DHL

Costs & delivery time saving: nearest warehouse logic

Information consistency among

touchpoints (products, prices,

promotions) and updates in real-

time

Adopt a commerce solution

aligned with their brand image

DEMO on

25th of MAY


PATADON.COM

Retailer specialised in golf shoes with the ambition to be present in all

physical stores of main golf course in Spain and Europe

INITIAL STARTING POINT:

Poor offering of golf shoes in general in

the industry

New company belonging to the same

group of DEPIQUE.COM with 12 stores

located in golf course in Spain supported

by Openbravo Commerce Suite

Objective of leading the online and off-

line sale of golf shoes


Project Challenges

Provide to the golf customer the 100% of

the industry assortment in golf shoes

Centralized warehouse to be able to

serve the online store and all golf coure

stock

Automatic stock replenishment

process of the golf courses stores

Picking and packing adoption

Integration with logistic operators

Online store integration



Apparel & Footwear in the Omnichannel age

Case Study Presentation

Openbravo Commerce Suite Questions and Answers

Today’s Agenda



Openbravo Commerce Suite is an advanced

commerce platform designed for the

Omnichannel era.


It allows retailers to

deliver optimal

customer service

and a trend-setting

shopping experience.


■ Centralized real-time tracking of

goods movements, inventory status and

quantities across all channels and

locations - physical stores, headquarters

or distribution centers.

■ Set up different warehouse rules and

easy management of goods transfers, picking and packing activities and

reservations.

■ Mobile warehouse functionality for inventory count, goods movements and

picking lists for a more convenient and

accurate capture of data.

■ Ability to integrate RFID in sales and inventory processes for faster data

capture and accuracy.

Openbravo offers Real-time Inventory Visibility


■ Supports an unlimited number of

product categories that can be organized and browsed in a

hierarchical mode.

■ An unlimited number of product

characteristics like color, size, collection, season, fabric can be

assigned to your different price lists and

assortments.

■ Define an unlimited number of prices

and highly targeted promotions with discount application rules based on

multiple criteria such as stores,

customers or customer categories.

■ Lower time-to-market by making your product, pricing and promotion

changes available in all your stores and

terminals in minutes.

Openbravo offers Agile Product Management


■ Create and identify your customers

at POS, apply special pricing and assist

them anywhere in the store, in fitting

rooms and behind the counter.

■ Increase customer satisfaction and leverage up-selling and cross-selling

opportunities by informing customers

about applicable promotions,

complementary products and stock

availability in other locations.

■ Suggest the right product based on

customer personal preferences with a powerful search functionality that uses

available product attributes.

■ Reward your customers with integrated loyalty programs.

■ Payment convenience: cash, credit card, gift cards and gift vouchers,

store coupons, credit sales or

multicurrency payments.

Openbravo offers Superb In-store Experience


■ Ensure product data quality and

consistency across all assisted and non-assisted sales channels with

centralized management of all your products, prices and promotions.

■ Provide accurate inventory

information regardless of the channel

and gain single view of customer activity across channels.

■ Integrate seamlessly with the e-

commerce platform of your choice or leverage existing connectors with

solutions like Magento or Prestashop.

■ Prepare your stores to become

multichannel hubs and benefit

from new opportunities like in-store fulfillment.

Openbravo offers Omnichannel Readiness


■ Leverage available analytical

reports, including store productivity, cash up or discounts analysis.

■ Allow managers to create ad-hoc

new reports for improved analysis and

decision making.

■ Allow your store managers to track

key store indicators such as Best Selling Products or Best Selling Product

Categories, which can be easily

accessed from their personal

workspace.

■ React faster to events requiring

immediate attention with a flexible

alert system that informs your users

through the user interface or by email.

Openbravo offers Embedded Analytics & Reporting


■ Built-in multi-currency, multi-tax, multi-

language and multi-accounting

features to support international

growth.

■ Scale easily and add new stores, products or users.

■ Gain endless flexibility to introduce future innovations and support your

specific business requirements.

■ Scale from a store solution to an all-

in-one Retail ERP for managing the entire business or subsidiaries in

selected territories, with extensive

support for the customer, supply chain,

financials accounting management.

Openbravo offers a Future-proof Platform


Key Takeaways

Omnichannel customers are more valuable

but demand higher speed, convenience and personalization in all interactions

Customers now expect retailers to offer

Omnichannel capabilities such as Buy Online,

Pick up in Store or store fulfillment

Product information needs to be consistent

across channels and leveraged to personalize assortments by channel and customer profiles

You need enterprise-wide inventory visibility

to all your sales channels Invest in technologies aligned with your

omnichannel strategy that provide you future

freedom while helping to leverage prior

investments



Thank you very much for your attention

Web: www.openbravo.com/contact

www.smfconsulting.es

Email: [email protected]

[email protected]


http://www.openbravo.com/contact

http://smfconsulting.es/

mailto:[email protected]

mailto:[email protected]

Innovating apparel and footwear retailing for an omnichannel world

Retail

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